1. MEMBERSHIP TRAINING SERIES Unit 2 – Public Relations and Marketing TRN102 Created by Mike Dutton, Massabesic District, Daniel Webster Council © 2014

2. Modules Unit 1 – Introduction Unit 2 – PR and Marketing Unit 3 – Unit, District and Council Interaction Unit 4 – Pack Specific Unit 5 – Troop Specific Unit 6 – Crew Specific

3. Prerequisites Complete Unit 1 of the series. View the PR vs. Marketing video blog at https://present.me/view/193007-pr-vs-marketing-for- recruitment and download the attached file with that presentation. https://present.me/view/193007-pr-vs-marketing-for- recruitment Download the local events and media file attached to this video blog.

4. Goals of this Module Know the difference between PR and Marketing and when each is needed. Identify local events and media where you can promote membership. Create and staff a public social media website such as Facebook.

5. Use of Social Media “It is important to remember that all social media channels are, by nature, designed to be social, that is, shared with members of the public. As such, whatever social media activities you engage in should be completed with the understanding that the public will see them and may engage in an online dialogue with you as a result. You should not do anything on a social media channel that reflects poorly on you, other individuals in your council or unit, the Boy Scouts of America, or anyone else. Before posting any content on any social media channel, you should first ask yourself if that content is in keeping with the precepts of the Scout Oath and Law.” Source: http://www.scouting.org/scoutsource/Marketing/resources/socialmedia.aspx 5

6. BSA Policy on Social Media Be aware of the current BSA policies. http://www.scouting.org/scoutsource/Marketing/reso urces/socialmedia.aspxhttp://www.scouting.org/scoutsource/Marketing/reso urces/socialmedia.aspx 6

7. Develop an Unit Policy Parents will have expectations of privacy for their child and themselves. Develop an Unit Policy that everyone agrees on. –Only use the youth’s first name. –Give NO indication of where they live and if in a larger city, what school/church they attend. –If using images, make sure that the Parents agree to their use on Social Media. Many times this may mean using images where only selected youth are present (such as Leaders’ children). 7

8. Facebook Many Units use Facebook because it is ubiquitous for many parents. It is very easy to set up and usually there is a ‘Facebook savvy’ parent who can manage the postings. This media needs to be monitored. Alternatively, Massabesic District has a Facebook page at https://www.facebook.com/MassabesicDistrict that can be used and posted to. https://www.facebook.com/MassabesicDistrict 8

9. Public or Private? A central question of using social media for recruitment is whether the Facebook (or similar) page is public or private. Public pages can highlight all the activities that Scouting is known for and put it out there as good public relations for your unit. Private pages usually stay within the Unit’s adults and can be used for information to parents. Public pages are better from a recruitment perspective. 9

10. Links Regardless of public or private, please friend the Massabesic District Facebook page since that page carries information at the District and Council level that may be of interest to Leaders and Parents. There are various other links that may be of interest to parents or youth (of age for the social media platform) such as BSA page, Scouting magazine page, National Eagle Scout page, and so forth. 10

11. Public Relations (PR) Think of PR as the continual ‘good stories’ and ‘warm fuzzies’ about Scouting in your community. These can include posts on camping trips, hikes, community service projects, etc. These should be year round and be accessible to the public, especially the target audience of parents with scouting age youth. –Again, making a Facebook page Public is useful. –Monitoring the media is essential, especially when prospective parents have questions that need to be answered. 11

12. Other venues The Unit Membership Chair should make a list of local marketing/PR venues with contact names, etc. –Local newspaper. –Cable access TV. –Community bulletin boards where parents of youth congregate. –If appropriate, make sure the chartered organization’s resources are utilized (so if a Church, the Church bulletin board). –Local businesses. One idea is a flyer on pizza delivery boxes. –Youth sport venues. –Elementary school functions, electronic mailers, etc. –Home schooled youth parent groups. 12

13. Marketing Marketing is actually going out and recruiting youth. It is different from PR which is passive. Marketing is active. But marketing builds on the PR goodwill in the community. The District can supply marketing materials but you need to lay the groundwork. 13

14. For Cub Scouts, you are marketing to the parents. –Stress Scouting values, fun with a purpose, activities with their child. For Boy Scouts and Venturers, you are marketing more to the youth. –You are relying on youth word of mouth to other youth. –Your program needs to be GREAT to make your scouts excited to spread the word. 14

15. Summary So do PR all the time. Formally market twice a year (for example Spring and Autumn Round-up/Rally), but be ready to accept a new youth anytime of the year. These require planning ahead. 15

16. Resources BSA Best Practices http://www.scouting.org/Home/Membership/Youth_R ecruitment/BestPractices.aspx http://www.scouting.org/Home/Membership/Youth_R ecruitment/BestPractices.aspx 16

17. Questions Please email Mike Dutton at MassabesicMembership@gmail.com MassabesicDistrict